Download or read book Brand Choice written by Randolph J. Trappey and published by Springer. This book was released on 2004-11-23 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Customers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers' automatic thoughts and how such thoughts accurately forecast brand choice. Strategic thinking by customers includes their focusing attention and introspectively telling about how, when, where, and why they buy and use brands and products. For learning customers' strategic thinking, this book advocates in situ use of the long interview method.